Scope3, the pioneer in decarbonizing media and advertising, has made headlines with its acquisition of Adloox, a French ad verification and insights platform known for tackling invalid traffic, low viewability, and fraudulent ad placements. This strategic move combines Scope3’s sustainability-focused solutions with Adloox’s robust media quality technology, marking a significant leap forward for both companies—and the advertising industry.
Here’s why this acquisition is a game-changer.
Revolutionizing sustainable advertising
Scope3’s mission has always been to make advertising more sustainable by reducing carbon emissions and wasteful practices. Their flagship solutions, including Climate Shield and Green Media Products (GMPs), have already helped thousands of advertisers lower emissions while boosting campaign efficiency. Now, with Adloox’s expertise, Scope3 can tackle an even broader range of inefficiencies. (which are driving cabon emissions)
Adloox’s capabilities in detecting invalid traffic (IVT), improving viewability, and enhancing ad performance directly align with Scope3’s vision. Every ad impression that doesn’t reach a human viewer contributes to wasted ad spend—and a hidden carbon cost. Together, Scope3 and Adloox are addressing this challenge by integrating carbon reduction with ad quality.
Unrivaled media efficiency
Adloox’s technology expands Scope3’s ability to identify wasteful ad placements, such as made-for-advertising (MFA) sites, while maintaining high standards for fraud prevention and viewability. By reducing waste, advertisers not only achieve better results but also decrease their carbon footprints. This dual benefit is what sets Scope3 apart.
Adloox’s footprint across major platforms like Meta, Amazon Ads, The Trade Desk, and DV360 enables seamless integrations for advertisers. Their prebid capabilities mean advertisers can access Scope3’s solutions with minimal friction, bringing sustainability and efficiency to the forefront of media buying.
Filling the gap in media verification
The ad verification space has been dominated by two giants, IAS and DoubleVerify, leaving little room for competition. However, the industry has been seeking a fresh alternative, especially after the exit of Moat. Scope3’s acquisition of Adloox positions the combined entity as a strong challenger in this multi-billion-dollar market which has not been having great press in 2024.
With Media Rating Council (MRC) accreditation for visibility and fraud measurement, Adloox brings a level of credibility and expertise that complements Scope3’s sustainability leadership. This partnership not only fills the gap in ad verification but also sets the stage for future carbon measurement standards as global frameworks evolve.
What it means for advertisers
For brands and advertisers, this acquisition offers a win-win scenario. Scope3 and Adloox are not just reducing waste—they’re making campaigns smarter and more effective. By ensuring ads are viewed by real humans on high-quality platforms, advertisers can maximize their ROI while aligning with sustainability goals.
Adloox’s existing customers will continue to receive full support, with the added benefit of Scope3’s resources and expertise. Over the coming months, both teams will focus on integrating their technologies to deliver even more impactful tools for advertisers.
Leading the charge toward a sustainable future
The advertising industry is at a tipping point. With organizations like the WFA and Ad Net Zero advocating for global carbon measurement frameworks, Scope3’s leadership in sustainability is more critical than ever. By combining carbon reduction with media quality, Scope3 and Adloox are proving that sustainability is not just an ethical choice—it’s a business imperative.
For advertisers still relying on outdated practices, the message is clear: wasted impressions don’t just hurt your budget—they harm the planet. Scope3 and Adloox are here to ensure every ad serves a purpose, both for your bottom line and the environment.
What's next?
Expect exciting updates as Scope3 and Adloox work together to redefine the future of sustainable advertising under the great leadership of Brian O'Kelley. For now, existing Adloox customers can rely on uninterrupted service while looking forward to enhanced solutions powered by Scope3’s ecosystem.
With this acquisition, Scope3 is sending a bold message: sustainability and performance are no longer mutually exclusive. Together with Adloox, they’re making advertising greener, smarter, and more effective—for everyone.
